Do less

It may appear counterintuitive that doing less can make you more productive; but marketers must avoid confusing actions with productivity. Constant connectivity has made success dependent on our ability to avoid trying to meet every demand placed on us.

Data from the International Data Corporation and the McKinsey Global Institute has shown that 28% of our working week is spent reading, deleting, filing and sending emails, while just 19% is spent searching for and gathering information. It is clear that in the drive to keep on top of an increasing array of communication devices many businesses have lost their focus.

When set against the demands of our always-on, technology-driven lives, the risk of trying to respond to every single thing, is that nothing meaningful is ever accomplished. ‘No’ is a complete sentence.